FASHION MAP CAITLIN SMITH
FASHION MAP FASHION MAP FASHION MAP
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METHODOLOGY INTRODUCTION TITLE PAGE IMPORTANCE OF TRENDS & IMPACT TREND FORECASTING TREND FORECASTING IN MARKETING TRENDS AND RETAIL FASHION CYCLES SUSTAINABILITY SPRING SUMMER 17 TRENDS TITLE EXPERIMENTAL DENIM FASHION PROTESTS STATEMENT JEWELLERY STATEMENT SLEEVES SHOP SAFARI SHOP STAFF INTERVIEWS INTERVIEW ANALYSIS STYLING SHOOT MOOD BOARD STYLING SHOOT DETAILS EDITORIAL PIECE CREATION AND LIFE CYCLE OF TREND OVERALL TREND SUCCESS FUTURE TRENDS TITLE PAGE TREND: CREATIVE MANIFESTO TREND: INDUSTRIAL METAL FUTURE PREDICTION: DE-GLOBALISATION
METHODOLOGY METHODOLOGY METHODOLOGY METHODOLOGY METHODOLOGY 1
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PRIMARY RESEARCH... Products displayed in store photographed and included in report (Topshop and Zara, Nottingham)
Interviews with shop staff conducted through providing them with a physical questionnaire (responses from River Island, Topshop, New Look and Zara )
SECONDARY RESEARCH...
Books and online articles referred to within report
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Trend forecasting platform WGSN used throughout report
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Businessoffashion.com used for research on trend
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Social Media Platforms: Facebook, Twitter, Instagram and Pinterest used for research
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Online stores: Topshop and Asos used for research on trend
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Vogue Magazine articles referred to for relevant trend information
I confirm that this work has gained ethical approval and that I have faithfully observed the terms of approval in the conduct of this project. Signed Caitlin Smith...
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INTRODUCTION INTRODUCTION
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THE IMPORTANCE OF TRENDS & IMPACT ON FASHION INDUSTRY Both High End and High Street brands are inspired by trend in each season collection. Whether a trend has bubbled up from street style and world events to the catwalk, or a high end show at Fashion Week has influenced High Street trend; trends influence every aspect of the Fashion Industry. Trends can be interpreted many different ways, how a new trend is taken up could be explained through Everett Rogers’ diffusion theory. The importance trends can be divided into five individuals characteristics. INNOVATORS: Adventurous individuals who take risks and initiate trends (e.g.: designers). EARLY ADOPTERS: People who are willing to wear a trend in early stages, embracing change and holding confidence to adapt the trend. EARLY MAJORITY: The majority of people who adopt a trend as it begins to move into the mass market (taking up a trend when seen in magazines, blogs or websites). LAGGARDS: The last people to catch on to a trend, they do not take fashion risks.
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KEY INFLUENCERS
As mentioned, trends can ‘bubble up’ from the high street or ‘trickle down’ form couture and designer catwalk shows.
The ‘Basic Hierarchy of Fashion’ in Harriet Posner’s’ Marketing Fashion’, explains that Haute Couture and Couture is positioned towards the top of the hierarchy. This is followed by High End Fashion (Luxury Designers and Premium Brands), Middle Market (Affordable Luxury/Middle Market Retail Chains), Mass Market (High Street Retailers) and towards the bottom is Value Market. The ‘bubble up’ effect from the high street can influence the High End fashion industry and garments will be made with a strong high street influence. However, the trend will be adopted by people like the ‘laggards’ later on, despite the trend initiating from high street fashion. For example popularity of streetwear was dominantly influenced by the growing popularity of Grime and Hip Hop music. Popular artists would wear sportswear brands as a fashion statement and eventually high end designers such as Gucci interpreted the trend in their own style. The trend did not appear in mainstream retail shops for a while after the trend appeared.
LIL YACHTY & ASAP ROCKY MIXING STREETWEAR WITH HIGH END 5
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TREND FORECASTING TREND FORECASTING "FASHION & TREND FORECASTING IS THE PREDICTION OF MOOD, BEHAVIOUR AND BUYING HABITS OF THE CONSUMER AT A PARTICULAR TIME OF SEASON" Fibre2fashion.com
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Trend forecasting is another important aspect of the Fashion Industry. Current trends, world events, consumer trends and technology are some factors taken into account when conducting a trend forecast.
An example of a ‘future trend’ prediction for Autumn/Winter 18/19 can be seen below. The ‘Cut and Sew’ trend includes a de-constructed aesthetic with unconventional shaping, cuts and overall fit.
Trend forecasts can be found on online fashion industry websites such as WGSN. The website is used by countless companies in the industry for inspiration, catwalk analysis’, exclusive images and future trend information.
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TREND FORECASTING IN FASHION MARKETING
The importance of trend forecasting in fashion marketing is essential in order to represent a brand in a modern, fashion forward way.
Trend forecaster Geraldine Wharry outlines three different stages to conducting a trend forecast. She explains that the process starts with “hunting”, then “identifying”, followed by “gathering”.
For example a successful campaign like Alexander Wang’s Spring Summer 2017 campaign would be prepared through conducting a trend forecast or researching future trends on platforms similar to WGSN. The images on the right show that the brand is taking into account the current trend of stripped back, candid photography.
The hunt involves documenting trends as they surface and monitoring new developments in “design, arts, culture, colour”, even architecture and business. The identification includes analysing the themes, the aesthetic macro trends evolve at this stage, influencing one or two years in advance.
The campaign will appear highly fashion forward and appealing to the ‘early adopters’ demographic, who are willing to take on a trend in the early stages.
Gathering consists of applying the “design of product collections” for the market, with the trend forecast in mind.
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ALEX ANDER WANG SPRING/SUMMER 2017 CAMPAIGN
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TRENDS
AND RETAIL
"WE'RE MOVING TOWARD SEASONLESS MERCHANDISING THAT BRINGS FRESHNESS AND NEWNESS ALMOST ON A WEEKLY BASIS VERSUS FOCUSSING ON THE BIG SEASONAL TREND" Hayley Phelan, Businessoffashion.com
TOPSHOP S/S 17 CAMPAIGN
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In the modern age where social media can introduce and implement new trends instantly, some of the biggest UK brands have built business models to cater for the quick emerging and disappearing trends. For example Topshop now “drops new items everyday�. Topshop and Zara are two of the fastest retailers to introduce new products as a new trend emerges. There is a quick demand for new products due to the influence of applications such as Instagram, Tumblr and Pinterest giving a large amount of consumers quick access to emerging trends.
Topshop and Zara, pick up on this abruptly, making them some of the most reliable retailers for fast fashion. It is conventional for online fashion retailers to outline different trends and suggest products and styling options within the trend category. The consumer is then able to access new trends with ease and the retailer is able to sell a large amount of products quickly.
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TOPSHOP.COM
ASIA FASHION WEEK STREET STYLE 2017
JOHN LENNON, ANDY WARHOL POLAROID 1971
FASHION CYCLES FASHION CYCLES INTRODUCTION RISE PEAK DECLINE REJECTION 13
A fashion trend will go through a ‘fashion cycle’, they do not stay relevant forever.
Liana Satenstein, Vogue ‘Tinted Shades Are Back for Summer 2017’
Some trends that have reached the ‘rejection’ phase will reappear in later years. The trend will have been irrelevant for a long period of time, eventually developing a nostalgic and retro feel to it. This characteristic becomes endearing, encouraging consumers, retailers and fashion houses to reinterpret the trend.
“Considering that they combine both the current goodtaste-meets-bad-taste obsession with the naughties and the retro ’70s, the return of the sleazy-chic shades shouldn’t come as much of a surprise. Even on the recent runways, the sunglasses made a return, whether at Fall/Winter 2017 Prada, where yellowed lenses were put into quirky, plastic frames, or the sculpted, flat brims at Loewe.”
An example of a reappearing trend relevant in the current season is ‘colour tinted’ glasses. The trend was first influenced by the 70s music scene. Artists like John Lennon were identified with round, colour tinted glasses. The trend eventually reached it’s peak, declined and reached the rejection stage. However, as seen in Vogue and WGSN’s Asia Fashion Week Street Style SS17 board, the trend is back for the current season.
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“Buy less. Choose well. Make it last. Quality, not quantity. Everybody’s buying far too many clothes.” Vivienne Westwood
SUSTAINABILIT Y SUSTAINABILIT Y Issues including the fashion industry being one of the most polluting industry in the world, must be addressed in the future.
Within the documentary ‘The True Cost’, it is mentioned that “The USA only make 3% of their clothing”. This means that a huge majority of their clothing manufacture is done in places like Bangladesh where a lot of sweatshops and poor working conditions are present.
The issue recently in Bangladesh, where 951 people died during a garment production building collapsing, is proof of these poor working conditions. In the future, companies will be very aware that consumers are concerned about the impact of the fashion industry in terms of ethical issues and sustainability. Information and programmes will be introduced to ensure the company is reducing the negative impact of the industry on the world.
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An example of a company will strong consideration of sustainability
H&M CONSCIOUS COLLECTION:
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SPRING
SUMMER
2017
TRENDS EXPERIMENTAL DENIM FASHION PROTESTS STATEMENT JEWELLERY STATEMENT SLEEVES
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1970s
'HIPPIE MOVEMENT'
1980s
'DOUBLE DENIM'
Key influencer: Madonna
1990s
'GRUNGE, OVERSIZED DENIM'
EARLY 2000s
'EMBELLISHMENT & LOW RISE JEANS' Key Influencers: Destiny's Child
2017
'DISTRESSED AND CUSTOMISED DENIM' Key Influencers: Hailey Baldwin, Kanye West
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‘EXPERIMENTAL DENIM’ CUSTOMISED DENIM IS A HUGE TREND WALKING THE STREETS OF NEW YORK, MILAN AND PARIS FASHION WEEK, DETAILS INCLUDE EMBROIDERY, PAINT, FRAYED AND DISTRESSED ELEMENTS. EXPRESSION THROUGH SLOGANS AND WORDING SUCH AS 'I'M NOT A BLOGGER' ARE ALSO VERY POPULAR.
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1980s 1990s 'KATHARINE HAMNETT POLITICAL STATEMENT'
(Photographed meeting Margaret thatcher 1984)
'FEMALE EMPOWERMENT' (Key Influencer: Cameron Diaz)
2015 2017 'PETA: SAVE THE SEALS'
(Key Influencers: Kelly Osborne, Pamela Anderson, Perez Hilton included in campaign)
'FEMALE EMPOWERMENT AND PROTESTS AGAINST TRUMP AT FASHION WEEK 2017' (Key Influencers: Designers Public School and Dior)
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‘FASHION PROTESTS’ FROM NEW YORK FASHION WEEK 2017 TO HIGH STREET TRENDS, FASHION PROTESTS ARE A KEY SPRING/SUMMER TREND. DUE TO CURRENT UNCERTAINTY IN THE WORLD, THE FASHION INDUSTRY IS STARTING TO REBEL AGAINST POLITICS IN STREETWEAR AND CATWALK SHOWS.
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1920s
'STATEMENT PEARL JEWELLERY' Key Influencer: Coco Chanel
1960s
'STATEMENT PLASTIC JEWELLERY' Key Influencer: Twiggy
EARLY 2000s
'STATEMENT CHOKERS' Key Influencer: Paris Hilton
2017
'DIAMOND AND PEARL EXCESS'
Key Influencers: Gucci SS17 Milan Fashion Week, Chanel
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‘STATEMENT JEWELLERY’ STATEMENT JEWELLERY HAS BEEN WALKING COUNTLESS CATWALKS FROM DESIGNERS LIKE PAUL SMITH, PHILLIP LIM AND GUCCI. THIS TREND IS HIGHLY FOCAL ON STATEMENT DANGLING EARRINGS.
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ELIZ ABETHAN ERA 'QUEEN ELIZABETH'
The statement sleeve was an indication of wealth and style
1950s
'HIGH FASHION SLEEVES' Key Influencer: Balenciaga
1970s
'HANGING SLEEVES'
Key Influencer: Stevie Nicks
1980s
'SHOULDER PADS'
Key Influencer: Princess Diana
2017
'STATEMENT SLEEVES'
Taking influence from 70s Bell, flared and hanging sleeves as well as the original Elizabethan statement sleeve Key Influencers: Bloggers and Fashion Week 2017
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‘STATEMENT SLEEVES’ STATEMENT SLEEVES ARE ONE OF THE BIGGEST TRENDS FOR THIS SEASON. BELL STYLE SLEEVES HAVE BEEN INTRODUCED IN MANY HIGH STREET FASHION STORES AND BLOGGERS ARE RECREATING HIGH FASHION LOOKS FOR EVERYDAY WEAR. DESIGNERS LIKE ANDREA JIAPEI LI AND SHUSHU TONG HAVE SPARKED THIS TREND.
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‘STATEMENT
SLEEVES ’ SHOP SAFARI
The Statement Sleeve trend is highly focal on a business, structured, classic interpretation within the main Nottingham high street retailers. On the other hand, inspiraThe sleeve detailing mirrors tions from 70s sleeve trends the structured, classic style of can be found in places like Balenciaga’s designs. The funcRefinery29.uk’s ‘How to Wear tion of clothing items found Spring’s Most Popular Trend’ in Topshop and Zara is mainly (image 2) and online retailer appropriate for work wear and ASOS (image 5). formal situations. However items such as the shirt in Image 6 has been styled with light wash jeans, mixing the structured shirt with casual wear. The statement sleeve products found in high street retailers Topshop and Zara, tended to fall under Balenciaga inspiration.
There was a lack of shirts with inspiration from the 70s bell, hanging sleeves; however, many shirts of this style can be found within online stores and high fashion magazines.
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TOPSHOP: IMAGE 1
REFINERY 29: IMAGE 2
ZARA: IMAGE 3
ZARA: IMAGE 4
ASOS: IMAGE 5
ZARA: IMAGE 6
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STAFF
INTERVIEWS
DO ITEMS WITH ‘STATEMENT SLEEVES’ SELL WELL IN STORE? “Yes, they are Key this season”
- Tori and Jess, Topshop Visual Merchandising. Each respondent answered with “yes”.
HOW DO YOU STYLE THE TREND ON MANNEQUINS? “We choose key pieces for the season, make sure sleeve and cuff details aren’t covered by jackets, etc” - Tori and Jess, Topshop Visual Merchandising.
Other staff members mention casual styling, some respondents express that an external team is responsible for mannequin styling.
WHAT AGE RANGE TENDS TO BUY ITEMS WITH ‘STATEMENT SLEEVES’? “Generally all around 40+ tend to like the pretty sleeves” - Lisa, River Island Manager
Each store has selected options from ages 19-24 to the 30+ demographic. The only exception is New Look who expressed they have got a “young market”.
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DO YOU PERSONALLY WEAR THE TREND? “I love the floaty sleeves, but not so much the puffy sleeve.” -Lisa, River Island Manager
Each staff member stated that they do (or would) wear the trend.
WHAT ARE THE MAIN DRIVERS OF THE TREND? “Designers, bloggers, social media” -Lucy, Zara Shop Floor Sales Assistant
Most responses mentioned bloggers and one respondent mentioned the influence of presenters on television shows such as “This Morning and Lorraine”
DID THE TREND SELL BETTER THIS YEAR OR LAST YEAR? “Yes, need more!”
-Helen, New Look Manager Every store stated that the trend has been purchased more this year. Tori and Jess from Topshop Visual Merchandising mentioned that is “more on trend this year” and competitors are “mimicking” the trend. Helen, from New Look mentioned that items with statement sleeves are selling out very quickly.
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INTERVIEWS
ANALYSIS
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Following the shop safari, questionnaires were given to shop staff at Zara, Topshop, New Look and River Island in Nottingham city centre. Each response admired the Statement Sleeve trend and mentioned the fact that they are in high demand this season (examples of responses on previous page spread).
Overall, the majority of consumers interested in the trend, appear to be mature, “daring” and “confident” people. The popularity of the trend is said to be inspired by the “70s and 60s”, as Tori and Jess from Topshop express that trends are often “recycled”. Through also conducting an observation of street style in Nottingham, it was noticed that most people appeared as if they had styled the statement sleeve trend for a work environment, supporting the response from high street retail staff. The item was paired with formal clothing such as trousers and heeled shoes. However, the de-constructed style shirt tended to be worn with typically casual clothing including jeans and trainers.
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ST YLING SHOOT MOOD:
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MAGAZINE:
Sunday Times Style. The magazine is highly focussed on contemporary trends. The high street aesthetic of our shoot is appropriate for this magazine platform.
MODEL:
A group member’s friend, sizing of chosen clothing are appropriate for the model’s size.
PROPS:
Black foam and sheets of paper for creating shadows.
CLOTHING:
White Bell Sleeved, cropped top purchased as a group, other clothing items provided by each group member.
OUTFIT FOUR
Red and black flower, bell sleeved cropped top, blue frayed jeans.
OUTFIT ONE
White, bell sleeved cropped top, silver, pleated flared trousers.
OUTFIT TWO
Grey, fur sleeved jumper, grey cut out mom jeans with pearl detailing.
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OUTFIT THREE
Blue high necked shirt with sleeve detailing, blue frayed jeans.
SHOOT
DETAILS LOCATION:
Bonnington photography studio, lighting and camera provided by the university.
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Newscommercial.co.uk
“Style readers want to dream and be inspired by beautiful imagery but they also want updates on the latest news and trust us to find the fashion solutions that work for them.”
EDITORIAL PIECE FOR ‘SUNDAY TIMES STYLE’ MAGAZINE The following pages include 5 page spreads (including the cover) on the subject of ‘statement sleeves’ as a key trend for the Spring/Summer 2017 season.
The focus of the shoot is to cater for Sunday Times Style magazine’s audience by providing visually capturing images, with carefully styled outfits which are accessible and justifiable for the audience.
The use of shadows and experimental lighting give the editorial piece a unique quality against the magazine’s competitors. The tone of voice has been thought through in order to appeal to the target audience.
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ISSUE 365
M AY 2 0 1 7
S TAT E M E N T
SLEEVES How to wear the dominant SS17 trend.
STATEMENT
SLEEVES...
With strong inspiration from 1970s hippie culture and Balenciaga’s game changing pieces from the 50s, the most versatile trend of Spring Summer 2017 has arrived. It could be said that the Statement Sleeve first came about in the Elizabethan Era when eccentric fashion was considered symbol of wealth. There is countless images of Queen Elizabeth graciously posed with her arms covered with overly puffy sleeves. Fast forward to 2017, Statement Sleeves can be accessed by anyone interested in contemporary trends. The photographs within this article consist of clothing from high street retailers. Anyone can style the trend in their own way, thanks to high street fast fashion.
As the bell sleeve is one of the main styles found in high street stores; the 70s Hippie movement can be an easy way to interpret festival season, statement sleeve fashion. Iconic stylish stars of the 70s like Stevie Nicks would often be photographed on stage with her arms held above her head and beautiful bell shaped sleeves, draping from her arms. The metallic, pleated wide leg trousers photographed within this editorial, hold inspiration from classic boho flary style with a twist of modern fashion. There is strong futuristic connotations within the style of these trousers creating a beautiful hybrid, suitable for festivals and summer street style. Caitlin Smith
JEANS: Topshop Moto £32 SWEATSHIRT: Missguided.co.uk £15
‘SHADES OF COOL’
JEANS: Topshop Moto £32 CROPPED SHIRT: River Island £30
‘70S CHIC’
TOP: River Island £22 TROUSERS: Topshop £25
‘MODERN BOHEMIAN’
CREATION AND
LIFE CYCLE OF ‘STATEMENT SLEEVES’ 47
Fashion Weeks 2015: designers like Simone Rocha, Marques Almeida and Edan introduce statement sleeves for Spring/Summer 2016.
Celebrities such as Bella Hadid (as photographed on the left), style the trend in a modern fashion.
Fashion-forward individuals take inspiration from style icons like Bella Hadid and create their own street style looks (the trend will be widely available in the high street).
Eventually, like the previous times the trend has been popular, sales will decline. For example: In the 70s, the hippie culture (Cher was a key trend driver; as photographed on the left in 1974) which inspired the bell sleeve, was replaced in the 80s by other trends.
The rejection phase will occur, most likely by summer 2018 where the trend becomes saturated and is replaced by a new Spring/ Summer trend.
Overall, the creaThe style of items in tion of trends in Fashion Week 2017 general, occur due appear as if they to the ‘trickle down’ are inspired by the theory from design- street style of simer fashion shows to ple, political slohigh street. There gan T-Shirts worn is some exceptions, by protesters and Above, a detailed where trends have people supporting life-cycle of the ‘bubbled up’ from a particular issue trend, explains how the high street. (evidence in image the trend was inition the right from ated, how it has be- For example: the Prabal Gurung, New ‘Fashion Protests’ come popular and York Fashion Week predictions for the trend has ‘bubbled 2017). eventual decline of up’ from the current controversy and pothe trend. litical issues in the world. 48 Throughout this report, the heritage and the reasoning behind the return of the ‘statement sleeve’ has been discussed.
HIGH FREQUENCY OF SALES The results of the questionnaire given to shop staff, indicate that sales of ‘statement sleeve’ clothing are very high.
Each respondent answered ‘yes’ when asked if the item sold well. They also indicated that sales had increased since last year.
New Look, in particular expressed that their statement sleeve products sold very quickly and often sold out due to high demand.
OVERALL TREND
SUCCESS The overall success of the ‘statement sleeve’ trend can be measured by high frequency of sales, magazine and newspaper features and presence of trend on social media.
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MAGAZINE AND NEWSPAPER COVERAGE
From my research, it is evident that the trend is a popular topic in a range of publications from Vogue magazine to The Times. Vogue magazine has mentioned the trend in 2015 (at the introductory phase), discussing the popularity of statement sleeves in Fashion Week. It is indicated within the article that designers have taken inspiration from “Disney princesses”, due to the puffy style of the sleeves at fashion week.
SOCIAL MEDIA EXPOSURE The Times magazine have focussed on the idea that the trend will be short-lived, suggesting “this is a trend that will date quickly”. There is a large amount of negative wording such as “so-called statement sleeves” and “I am not sure how well it is going to play”. The overall feel to the article by Anna Murphy is that she has little faith in the trend, doubting the length of time in which the trend is popular.
They have also recently commented on Bella Hadid’s street style (photograph on the previous page spread) on 28th April 2017. Her styling of the statement sleeve trend described in the following words “The extreme bell sleeves were worn long and loose, lending the athleisure a distinct Hood By Air vibe”.
The statement sleeve trend appears on pinterest with the majority of images being street style. This is mainly due to the fact statement sleeves were a dominant trend seen in street style during Fashion Week 2017. Many of the street style images have inspired ‘The Early Majority’ to take on the trend. The hash tag #statementsleeves has 3,024 posts, most of which are from fashion brands using the hash tag more promotion purposes. Most people who post images of them wearing a statement sleeve item will not use the hashtag. This could be a reason for the lack of direct posts from consumers within the hashtag images.
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FUTURE TRENDS
AND
PREDICTIONS 51
THE
CREATIVE MANIFESTO 2019
People are beginning to look for positive ways to express themselves, in a time where the world is becoming troubled and politically unstable. Creativity will be an important skill to have in 2019.
It is predicted that the future will hold more experiences over materialism. The creative industry will challenge convention and offer more consumer participation.
The main drivers for There will be a “lack of change include the trust in authority” and ‘resistance school’ a “rebellion against launched by Havard standards”, indicated in graduates, where activWGSN’s prediction for ism skills are strengthfuture trends. ened. Another example is a book by Mark SteThe concept that “disvenson which explores comfort inspires action” our current system’s is explored in the confailure and looks at text of creative people new methods for our exploring the “discomsystem across many fort zone”. There will be continents. a huge creative window for people to initiate change and rebel against the norm.
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INDUSTRIAL
METAL
Another trend with strong inspiration from street aspects like street signs and traffic lights includes ‘Utility Mesh’ with aspects of wire mesh and orange traffic cone aesthetic`. The clothing this trend The applications for would be suitable for a trend with this apwould be Tops, Shirts pearance may be Tops, and Jackets. Jackets and Shoes. The ‘Industrial Metal’ feel to the clothing would be suitable for athleisure, due to the raw influence from urban culture. This fashion trend takes inspiration from the street and the urban city. The style of the metal aesthetic is “brushed pewter”, “corrugated steel” and “rubbed metal leather”.
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A /W 2019
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DE -
GLOBALISATION 2019
“Income, inequality and immigration have been argued to be a threat to globalisation.” (2017 Issue) ISEAS analysis of current events
Due to the effects of current de-globalisation, people are beginning to move away from world economy and focus on domestic growth. ‘Indie-commercialism’ is predicted to be adopted as there is less faith in global companies. Local businesses may be much more popular. In 2019, Historic villages could be re-vitalised and focus will be made on local economic progress.
The effects of this on the fashion industry could an issue, countries may be looking to local businesses instead of global brands for clothing. A positive effect of de-globalisation is the possibility that manufacture of clothing will be completed locally, reducing un-ethical and environmental damage when manufacture is completed abroad.
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THANK YOU
FOR READING
QUOTATION REFERENCES
ACCESSED 13TH MAY 2017 POSNER, H. Marketing Fashion In-text: (posner 125-127) posner, harriet. Marketing Fashion. 2nd ed. Print. POSNER, H. Marketing Fashion In-text: (posner 13) posner, harriet. Marketing Fashion. 2nd ed. Print. ACCESSED 14TH MAY 2017 Article title: Fashion Trends,Understanding Fashion, Fashion Trend Forecasting Website title: Fibre2fashion.com URL: http://www.fibre2fashion.com/industry-article/3091/pink-is-out-but-blue-is-in-understanding-fashion-trend-forecasting WHARRY, G. Marketing Fashion In-text: (posner 94) posner, harriet. Marketing Fashion. 2nd ed. Print. Article title: Do Fashion Trends Still Exist? Website title: The Business of Fashion URL: https://www.businessoffashion.com/articles/intelligence/fashion-trends-still-exist Article title: The Rise of Indie Fast Fashion Website title: The Business of Fashion URL: https://www.businessoffashion.com/articles/intelligence/rise-of-indie-fast-fashionfinery-genuine-people-w-concept-style-mafia ACCESSED 19TH MAY 2017 Article title: Style - The Sunday Times | News UK - The Bridge Website title: Newscommercial.co.uk URL: https://newscommercial.co.uk/brands/the-sunday-times/style ACCESSED 22ND MAY 2017 Article title: Of Course Bella Hadid Wore a Bikini in the City Website title: Vogue URL: http://www.vogue.com/article/bella-hadid-celebrity-style-how-to-wear-swimwearin-the-city Article title: The Disney Princess Look Has New Tricks Up Its Sleeve for Spring Website title: Vogue URL: http://www.vogue.com/article/princess-pouf-statement-sleeves-jw-anderson-gucci-fashion-week
Website title: Wgsn.com URL: https://www.wgsn.com/content/board_viewer/#/72207/page/1 Website title: Wgsn.com URL: https://www.wgsn.com/content/board_viewer/#/70870/page/11 ACCESSED 25TH MAY 2017
BIBLIOGRAPHY
Article title: Sustainable and Ethical Fashion Quotes Website title: Passport Couture URL: http://passportcouture.com/sustainable-and-ethical-fashion-quotes/
The True Cost - Netflix Documentry 2017 issue ISEAS ‘analysis of current events’ Marketing Fashion - Harriet Posner http://www.anothermag.com/fashion-beauty/9231/a-history-of-self-expression-through-customised-denim http://www.rokit.co.uk/blog/history-of/denim-through-the-ages http://www.dazeddigital.com/fashion/article/24414/1/fashion-s-most-iconic-political-statements https://trends.jewelry/jewelry-trends-through-the-decades/ http://www.vogue.com/article/princess-pouf-statement-sleeves-jw-anderson-gucci-fashion-week lifecyle of statement sleeves http://www.allure.com/story/feminist-moments-fashion-week https://www.thetimes.co.uk/article/this-week-im-wearing-statement-sleeves-09xk3dqcl https://www.wgsn.com/content/board_viewer/#/72114/page/3
IMAGE REFERENCES
ACCESSED 13TH MAY 2017 https://uk.pinterest.com/pin/ARzWK5NUrjXEtoultXYJZZxaye2eMPjWGZLMPmHtogjpjbAEHhft8sU/
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https://uk.pinterest.com/pin/799318633833745074/
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ACCESSED 14TH MAY 2017 https://www.wgsn.com/content/board_viewer/#/71490/page/1
https://www.wgsn.com/content/image_viewer/#/image.26251397/position/0/set/%7B%22f_limit%22:%205,%20%22q%22:%20%22%22,%20 %22facets%5B%5D%22:%20%5B%22classif_name%7C85001%22,%20 %22brand%7C87926%22%5D%7D https://www.wgsn.com/content/image_viewer/#/image.26251400/position/3/set/%7B%22f_limit%22:%205,%20%22q%22:%20%22%22,%20 %22facets%5B%5D%22:%20%5B%22classif_name%7C85001%22,%20 %22brand%7C87926%22%5D%7D
http://www.topshop.com/en/tsuk/category/trends-that-count-now-262/home
http://media.zhiboxs.com/wp-content/uploads/2017/01/TOPSHOP-SS-2017Womenswear-CHINESE-NEW-YEAR-17-Campaign09.jpg http://1.bp.blogspot.com/-9ZHx5wn-zsc/UFltyMvNv6I/AAAAAAAACpY/hTlluuGcuuQ/s1600/fashion+cycle.jpg
https://www.wgsn.com/content/image_viewer/#/image.25934110/set/%5B%22image.25934693%22,%22image.25934110%22,%22image.25934032%22,%22image.2 5934409%22,%22image.25946937%22,%22image.25946360%22%5D
https://uk.pinterest.com/pin/350788258446498316/ ACCESSED 16TH MAY 2017 http://www.anothermag.com/fashion-beauty/gallery/8321/native-funk-flash/1
https://uk.pinterest.com/pin/567664728014659344/
https://uk.pinterest.com/pin/548102217123125135/
https://uk.pinterest.com/pin/338121884509038451/
https://uk.pinterest.com/pin/Acf06bxW4LdQ24_n4e8Kyd-x5dfeC6kuCwUVn42XlwU26ks_4rXBarI/
https://uk.pinterest.com/pin/458241330819157370/
http://www.dazeddigital.com/fashion/article/24414/1/fashion-s-most-iconic-political-statements
https://uk.pinterest.com/pin/458241330819157370/
http://www.peta.org.uk/blog/save-seals-celebrity-ad-series/
https://uk.pinterest.com/pin/41025046586511152/
https://uk.pinterest.com/pin/349662358553587456/
http://cdn.vintagedancer.com/wp-content/uploads/chanel-pearls.jpg
https://i2.wp.com/tendenciasjoyeria-nammu.netdna-ssl.com/wp-content/uploads/2015/11/1960s-jewelry-advertising-by-Twiggy-4.jpg?resize=700%2C878&ssl=1
https://s-media-cache-ak0.pinimg.com/originals/ae/77/aa/ae77aa5463c50c024314c448 640b928d.jpgv
http://en.vogue.fr/uploads/images/thumbs/201610/20/rang_de_perles_8862.jpeg_ north_1160x_white.jpg
https://uk.pinterest.com/pin/178947785174644208/
http://3.bp.blogspot.com/-Bnl5QEZwzlE/UdRA8TK9eSI/AAAAAAAAAtk/4fEElKJdZUw/ s629/Color+blocking+shoulder+pads.jpg
https://uk.pinterest.com/pin/314196511493474691/
https://uk.pinterest.com/pin/498070040022534398/
http://fashionpulsedaily.com/wp-content/uploads/2017/03/Emilio-de-la-Morena-1.jpg
https://uk.pinterest.com/pin/345580971390026790/
https://uk.pinterest.com/pin/429319776964966651/
https://uk.pinterest.com/pin/438889926170992519/
https://uk.pinterest.com/pin/539657967834958348/ ACCESSED 17TH MAY 2017 http://www.asos.com/denim-supply-by-ralph-lauren/denim-supply-by-ralph-lauren-ditsy-print-babydoll-dress-with-bell-sleeve/prd/7694222?iid=7694222&clr=Navy&SearchQuery=bell%20sleeve&pgesize=36&pge=0&totalstyles=82&gridsize=3&gridrow=6&gridcolumn=1
http://www.refinery29.uk/2017/04/144876/statement-sleeves-spring-trend-2017
https://uk.pinterest.com/pin/460141286908459866/
https://uk.pinterest.com/pin/494059021599291449/
https://uk.pinterest.com/pin/258605203582540856/
https://uk.pinterest.com/pin/379428337338505743/
https://uk.pinterest.com/pin/537969117973073206/
https://uk.pinterest.com/pin/467107792579622480/
https://uk.pinterest.com/pin/354095589431906074/
https://uk.pinterest.com/pin/47569339791538339/
ACCESSED 22ND MAY 2017 http://www.vogue.com/article/bella-hadid-celebrity-style-how-to-wear-swimwear-inthe-city
http://photos.vanityfair.com/2014/09/28/54284ac106f2391147572b53_image.jpg
https://media.allure.com/photos/58a3be40b5c56f7031626578/master/w_594,c_limit/ GettyImages-641727184.jpg
http://www.glamour.com/images/fashion/2015/11/bell-sleeve-top-outfit-ideas-whitetop-trousers-getty-images-main.jpg
http://cdn1.theodysseyonline.com/files/2015/12/18/635860694367891015-143749672_ f9DxYSd-2.jpg
https://www.wgsn.com/content/image_viewer/#/image.26066477/set/%5B%22image.21979555%22,%22image.25324623%22,%22image.26066477%22,%22image.26058790%22,%22image.26563974%22%5D
ACCESSED 22ND MAY 2017 https://inoutandaboutbirmingham.files.wordpress.com/2014/05/hm-2.jpg
ACCESSED 25TH MAY 2017 https://uk.pinterest.com/pin/333266441161890680/
https://www.trustedclothes.com/blog/wp-content/uploads/2016/02/garbage.jpg
http://cdn-bewellbuzz.pressidium.com/wp-content/uploads/2017/03/Social-impact. jpg
https://uk.pinterest.com/pin/548665167082013769/
https://uk.pinterest.com/pin/349380883578621630/
https://uk.pinterest.com/pin/358247345343747301/
https://uk.pinterest.com/pin/510032726540882036/
PRIMARY RESEARCH: Shop staff interview questionnaires
WORD COUNT 2,727